K软件公司大客户营销策略研究

发布时间：2019-01-21 09:56

【摘要】：近阶段，中国管理软件市场竞争激烈，国内大中型企业一边倒倾向于国外的大牌软件厂商。国内软件厂商如何整合企业现有资源，最大限度的满足大客户的需求，在维持现有大客户忠诚度的基础上培养新的大客户，从而实现企业长期稳定的发展。中国软件厂商在制定大客户营销战略方面有很大提升空间，如：变革企业文化、大客户管理和关系营销。K软件集团有限公司（简称“K公司”或“K软件公司”）在大客户营销战略上存在一些问题，主要体现在缺乏大客户细分系统，优质大客户较少，大客户为企业创造价值偏低。本文通过对管理软件行业的发展现状和竞争对手分析，调研国际ERP软件巨头SAP和Oracle在中国的大客户营销战略，，借鉴国内外有关客户关系管理、大客户营销先进的研究成果和理念，结合K软件公司大客户营销现状和客户特征的分析，提出了K软件公司实行大客户营销的策略。通过本文的分析与论述，提出了K软件公司五点大客户营销的策略：第一，完善大客户营销体系建设，打造客户导向营销平台；第二，建设“客户导向型企业”，变革K公司企业文化；第三，加强客户关系管理，善用关系营销策略；第四，细分大客户市场，提升大客户价值；第五，挖掘个性化市场营销策略，顾问式营销引导市场。论文注重理论在现实中的运用与创新，力求能改变K软件公司的营销现状和提升公司核心竞争力。同时，也期待本文对我国管理软件厂商的发展有借鉴作用。
[Abstract]:In recent years, the competition of Chinese management software market is fierce, and domestic large and medium enterprises are inclined to foreign large-brand software manufacturers. How to integrate the existing resources of domestic software manufacturers to meet the needs of large customers to the greatest extent, and to cultivate new customers on the basis of maintaining the loyalty of existing customers, so as to realize the long-term and stable development of enterprises. Chinese software manufacturers have a lot of room for improvement in formulating major customer marketing strategies, such as changing corporate culture, K Software Group Co., Ltd. ("K Company" or "K Software Company") has some problems in key account marketing strategy. Large customers create low value for the enterprise. By analyzing the current situation and competitors of the management software industry, this paper investigates the marketing strategies of the international ERP software giants SAP and Oracle in China, and draws lessons from the relevant customer relationship management at home and abroad. Based on the advanced research results and concepts of major account marketing, combined with the analysis of the current situation and customer characteristics of key customer marketing in K Software Company, this paper puts forward the strategy of implementing big customer marketing in K Software Company. Through the analysis and discussion of this article, the paper puts forward the tactics of K software company's five-point big customer marketing: first, perfect the construction of the big customer marketing system, and create the customer-oriented marketing platform; Second, to build a "customer-oriented enterprise" to transform the corporate culture of K Company; third, to strengthen customer relationship management and make good use of relationship marketing strategies; fourth, to segment the market of major customers and enhance the value of major customers; Fifth, excavate the individualized marketing strategy, the consultant type marketing guides the market. This paper focuses on the application and innovation of theory in reality, and tries to change the marketing status of K software company and enhance the core competitiveness of the company. At the same time, also expect this article to our country management software manufacturer's development has the reference function.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49

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